Disruptive Innovation in LED-Screens Business

Purpose

My role was to design an online system that integrates thousands of LED screens throughout the whole Poland. This platform will organize and consolidate the previously dispersed market and enable planning and implementation of nationwide campaigns in real time, without the need to pre-book carriers. It's not only digital transformation of the company service - it's a disruptive innovation for the market. The first that platform on the Polish outdoor advertising market.

Concept

The main pain point was when somebody wanted to create a campaign on LED screens and had to contact each owner of a specific LED screen and negotiate with them separately. On the other hand the owner of few LED screens to reduce costs and negotiate higher prices sold time in packages without the option for customization for different buyers. So all of them had to relay on agencies, outsource management and their expensive campaigns.

Our next-gen platform allow to build direct network between LED screens owners and companies that want to run campaigns. And it was only beginning for us...

Process

During design thinking workshops with the client we identified personas, their pain points and generated a lot of ideas for innovation. After workshops we cooperated on a map of the whole system and new features. It helped us to embrace the chaos of new ideas and set strategy for further development. Then I started to design first wireframes for the key taskflow. The cooperation went very well so we decided to continue work and create the prototype of Minimal Viable Product. Over that I proposed to design a system of UI components. When a product is going to be bigger and more complex, the organization needs to create the universal design language to provide consistent user experience and scale UI faster. It accelerated our process and we could focus on workflows and the system's logic.

What have been done:

Personas and storyboards

Design Thinking Workshops

Map of the system and features

Product strategy and development backlog

Wireframes for the key flows

Prototype of MVP

Design system with Axure components

More and more screens for additional features

UX Consultations for Visual Designers and Front-End Developers

Challenge

Why did we run Design Thinking Workshops and map the system features? Without that we could only complicate the system and rise the cost of development significantly. Fortunately, personas and storyboards uncovered the niche and the holistic map allows to create a simple information architecture. Then all team members were able to understand how it could work. Moreover, we created the system which allows you to create custom and personalized campaigns. Imagine that now anybody can in friendly and intuitive way create a LED campaign that react on weather (eg. "Do you need an umbrella?"), time (eg. "Late for work?"), real-time events (eg. "Great score!"), either on a specific person standing on front of the screen (eg. "Hi Paweł!").

Results

This system was a first that platform on Polish market. The company who identified this niche started as a small startup with a plan for the system to automate their workflows. Our collaboration was a great move to develop a cutting-edge platform and earn founding round for the new system. What is more, they started to be noticeably as a disruptive innovation and revolution on the market and in 2018 was acquired by a pioneering agency in outdoor advertisement.